Just in case any press relations professionals are reading this, here's a quick course in some essential skills that may have grown rusty over the long summer break. All the material in this course comes from PR "best practice" activities enjoyed by me and my colleagues and recently, and is presented as a free gift from us to you.
As a bonus thrill, the companies involved are given at the end of Friday's entry. See if you can match up who said what, and win the respect and admiration of your friends!
Rupert's PR Masterclass - Monday
When a publication runs a story saying your client is Number One by a long way, and then talks about the changing fortunes of numbers two and three, get on the phone to the journalist responsible and complain vigorously about how they didn't say enough bad things concerning number three. Of course, this in no way alerts the journalist to any company you might see as a particular threat, nor does it encourage them to contact the object of your affections and ask, "just what is it between you two?"